Sprite Xpress 350 ml launched in India

Brings out a new On-The-Go Packaging Innovation - A first of its kind in the Country

Sprite Xpress, 350 ml priced at Rs 15 has been especially designed to offer convenience & adapt to dynamic, on-the-go-lifestyle of consumers.

Strategy includes building a stronger connect with the youth by stating facts in an honest and refreshing manner- "Seedhi Baat, No Bakwaas,Clear Hai?!

Launch supported by a 360 degree communication initiative, designed to focus on the theme of mobility of the new packaging of Sprite Xpress Pack- Outwit to Outrun i.e. "Sprite Xpress Pack, Ghumo Ghumao ?!"

In-addition to mass media advertising, Integrated communication program to extensively leverage OOH (Out Of Home) media through special location specific creatives using state-of-the-art 3D technology.

Outdoors like shopping malls, parking areas & other youth hang-out zones to have location specific messages designed using state-of-the art 3D technology to break through the clutter

Communication Campaign has been conceptualized by Ajay Gahlaut, Group Creative Director, Ogilvy & Mather, Delhi

Xpress 350 ml pack to be also made available in - Coca-Cola, Diet Coke, Thums Up, Maaza & Kinley Club Soda in the first phase followed by Fanta, Limca & Minute Maid Pulpy Orange in the second phase.

Part of the phased launch, the latest innovative packaging to be made available in the select key markets - Delhi-NCR, Bangalore, Mumbai, Pune, Goa, Ahmedabad, Jaipur, Jodhpur, and Udaipur

Hyderabad, 29th September, 2008: Unleashing a refreshing wave this festive season, Coca-Cola India today launched Sprite Xpress Pack- a 350 ml on-the-go packaging innovation, priced at Rs 15. This is the first-of-its-kind initiative launched in India and is especially designed to offer convenience and adapts to dynamic and on-the-go lifestyle of the consumers. The strategic initiative aims to build a stronger connect with the youth, who are always on the lookout for opportunities to move up the ladder and prefer Sprite simply because of its unmatched thirst quenching ability and stating facts as they are - "Seedhi Baat ,No Bakwaas, Clear Hai?!. The launch of Sprite Xpress -350 ml is supported by a 360 degree communication initiative designed to focus on the theme of mobility of the new and innovative packaging - Outwit to Outrun, communicated in a simple honest and straightforward manner - "Sprite Xpress, Ghumo Ghumao ?! ". To deliver the strategic messaging, the latest initiative would leverage a range of delivery channels - Out-of-Home Media, Digital Platforms and Mass Media Advertising.

According to Venkatesh Kini, Vice President, Marketing, Coca-Cola India, "The Sprite Xpress packaging innovation will be the perfect complement to the on-the-move lifestyles of today's youth. The initiative will further strengthen the brand's connect with the youth. The new innovation will help expand the market and create a new category in packaging in the beverage industry. The Sprite Xpress Packaging initiative is being driven by an integrated campaign with a new TVC titled 'Ghumo Ghumao?!", and also many clutter- breaking innovations in the out-of-home space."

Clutter breaking Innovation: Focus on Out -of -Home (OOH) Advertising

The strategic initiative targets the youth by leveraging youth corridors through clutter breaking outdoor creatives all focusing on the new Sprite Xpress-350 ml packaging. To drive the message, "Sprite Xpress Pack, Ghumo Ghumao ?!" a range of OOH media are being leveraged starting from shopping malls, parking areas, elevators, escalators, means of transport (on trains, buses & trucks) and other youth hang out zones to have location specific messages designed to break through the clutter and engage Sprite consumers. Mukesh Manik and Tony Graver of Encyclomedia are the chief architects the out-of-home media campaign that is created using state-of-the-art 3D technology. The OOH advertising aims to leverage innovative mediums to dramatize the occasion benefit of the pack.

Innovative examples of leveraging OOH Media

Messaging for brand Sprite at the railway stations would have hoardings showing bottles of Sprite Xpress on the move at the station & inside the train. Another example being Sprite Xpress 350 ml creative's being put up at other public places, youth hang out zones and malls.

Storyboard Of The Ad

The latest innovation - Sprite 350 ml is further supported by an engaging TV campaign based on the theme- 'Outwit to Outrun'. The TVC narrates a story of a teenage boy whose Sprite Xpress is snatched by his friends and how he outwits them to get his bottle back, teaching them a few lessons on the way. The new campaign establishes the portability of the new pack in a very Sprite way. It is simple, witty and a spectacle to watch. The commercial ends with the tag line "Sprite Xpress Pack, Ghumo, Ghumao!'

The TV commercial has been conceptualized by the team at Ogilvy & Mather, Delhi, led by Ajay Gahlaut. The TV commercial, shot in the picturesque locales of MALAYSIA has been directed by Lloyd Baptista, Nomad Films.

Commenting on the creative thoughts behind the campaign, Ajay Gahlaut, Group Creative Director-Delhi, Ogilvy & Mather said, "The latest Sprite Xpress initiative captures the insight of today's youth who is always on the move and is looking for new ways to enhance his on-the-go lifestyle. The latest communication establishes the mobility of the new 350 ml packaging in a very simple and a straightforward manner and is surely a spectacle to watch. The music score composed by R. Anandh, uses 24 live percussion instruments, in a manner so as to add an energetic, truly Indian feel, yet with the attitude of Sprite'

About Coca-Cola India

Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, Georgia, Georgia Gold, Kinley and Kinley Club Soda through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors. In-addition the company's business operations also engage approximately 1, 50,000 people in India.

For further queries please contact: Satya / Govind Rao, Integral PR @ 2776 8854

Integral PR